mobilty behaviour changeable and how Willy RAIMUND Austrian Energy Agency AEA ECOMM 2014 Willy Raimund Questions Segmentation of lifestyle types energy styles ID: 420239
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Slide1
Types, Trends, Values – Is mobilty behaviour changeable and how?
Willy RAIMUND,Austrian Energy Agency (AEA)
ECOMM 2014 // Willy RaimundSlide2
#
Questions
#
Segmentation of lifestyle types
(energy styles) # Examples/Best Practices # Conclusion / The Attempt of Answers
OverviewSlide3
How
does
behavioural
change work?Can we learn from the household/“energy“
sector?Is
mobility
seen as part of everyday energy consuming behaviour?How important are types, trends and values?
QuestionsSlide4
social
research
helps
us to
define
levers to behavioural changethe “green minded” are already convincedbigger changes in life appropriate to change behaviournew residencebirth of a childstart to/change of work etc.
But what about the remaining (major) part of the population?
Clustering
of “energy use patterns” and
“values” in life style types allows to target the right measures to the right group of peopleSegmentation of consumers Lifestyle types/ Energy StylesSlide5
ecologically responsible
– Der
Ökologieverantwortliche
cost-conscious materialist
– Der
kostenbewusste Materialisthesitant technophobic – Der zögerliche Technikverweigererreckless wastrel –Der sorglose Verschwenderaimless polluter – Der
orientierungslose Umweltsünder
Energy Styles
developed within the “energy styles”
project;(questionnaire; n=1000)Slide6
ecologically responsible
green-minded
;
outdoorsperson
comparing
prices, penny-wise
worries
about
futurean eye on energy consumption, origin
of
products
,
energy
labels
meaningful work, asked for adviceValuesenvironment, art, education, living,Worriespollution, throwaway society, income gapslow development of green vehicle technology
Energy Styles – Types description
communication instrumentsfeels responsible for own deedsapproachable on cognitive level wants his/her “green mindedness“ to be seentarget group for eco-labels, green certificates, e- car, etcSlide7
Energy Styles – Types description
cost-conscious materialist
-
money
saving; compares prices
-
worries
most about future (economically)- deliberate
-
stressy
-
l
ess
attention
on
labels product originValues- wealth, work; least: artWorriesincome gap, natural desastersmost of all types: loss of work place,fear of energy
shortage
communication instrumentswants to save moneyresponds to grants and discountsnot open for high-priced tech innovationssticks to proven products
“green“
arguments not effectiveno
target
group
for eco-labels, green certificates, e- car, etcSlide8
Energy Styles - Types
hesitant
technophobic
-
security/reliability
important
-
at
home a lot- least investments
in
housing
/
mobility
-
t
ries
to avoid new technologiesWerte: least: spare time and technological innovationsSorgen: least: loss of work placeenergy
shortage
communication instrumentsprocucts have to be realiable (may even cost more than)reactive type „just in case“
open for additional services
(e.g. emergency aid,
long
term
mantainance
contracts etc.)n
ot
interested
in
future technologies“green argumkents“ not dominant no target group for green labels etc.Slide9
Energy Styles - Types
reckless
wastrel
- least: worries
about
future
-
early adopter- ready
to
take
risks
- new
technologies
jsut for fun - not comparing prices- spontanious- weniger Stress- lives to workValues- technolgical innovations, living, spare time
Worries
(least overall)least: loss of work place, energy shortage, environmental destructioncommunication instrumentstarget group for innovations and future technologies
key message is innovation, fun (not environment)
design is importanteconomical benefits do not matter
no
target
group
for eco-labels, but for new vehicle technolgies etc.Slide10
Energy Styles - Types
aimless
polluter
least: green minded
no
outdoorsperson
home a lotspends
more
than
earnings
work
for
lifeleast: aware of energy consumptionleast: sware of green labels, product originValuesdenialist on all levelsWorries
midfield
communication instrumentsclimate change denialistdoes not feel responsible for own deedslow interest in energy
saving
acts only if
necessary
purchase
price very
important
,
although
long-term savings would be important to him/herSlide11
Energy Styles –Men
/Women
(Angaben in %)Slide12
(Angaben in %)
Energy Styles – AGESlide13
(Angaben in %)
Energy
Styles – Energy
Saving
MeasuresSlide14
common
to
all
types
one only invests in sthg with (high) emotional value
PROVOKE DESIRE!
take car commercials as an exampleempty raods, nice landscapes, single person in a single car, flowers out of the
exhaust
pipe
etc.)
not
realistic
at all but creating emotions (freedom, individuality etc)EmotionsSlide15
try to get
them in PT/bicycle campaigns
„Your Mercedes with personal
driver
/
chaffeur – Take the bus“Think mobility
as part of
energy
consuming (household) activities„I am saving energy“ExamplesSlide16
ExamplesSlide17
ExamplesSlide18
Prof. Knoflacher, pioneer of
sustainable transport:
“I‘m
mostly
driving with chauffeurs:I hop onto the bus,
then get
the
train and finally switch to subway…“ExamplesSlide19
…
to
use
and not to own… gets a lot handier with smart phones and
tablets, apps, gamification
decreasing
importance of a car ownership as status symbol, especially among young peopleas well as with certain demographic
developments
only
about
one
third of Viennese houesholds own a carpeople move (back) to city centres“The age of sharing”Slide20
How does behavioural
change work?e.g.
by segmenting
consumer
types and targeting their „trigger“ points by
strongly emotionalising
aspects
by seeing ones mobilty beahviour as part of “household activities“Can we
learn
from
the
energy
/household sector?yes, see „energy styles“, see klimaaktiv targeted programmesIs mobility seen as part of everyday energy consuming behaviour?In many cases/by different players not, which is part of the problemHow important are types, trends and values?Very (for what might work for one „type“ won‘t at all for another)The Attempt of AnswersSlide21
Segmenting „energy/
mobility styles“ means implementing
state-of-
the
-art
market research Basis for targeted actions – social marketing instead of shotgun approach
Focus on target groups hardly
reached
so
far Backlog in energy/mobility field Spendings for energy/mobility services compete with other goods and services Loads
of
money
are
spent
to develop new marketing instruments there (e.g. neuromarketing - emotions!) ConclusionsSlide22
Willy RAIMUND
Österreichische
Energieagentur
Austrian
Energy Agency—Mariahilfer Straße 136 | 1150 Vienna | Austria
Willy.raimund@energyagency.at | www.energyagency.at
THX
for
your attention!